Is Morgan Spurlock's new movie any good?

Critics are split on the "Super Size Me" director's lengthily titled new film, "POM Wonderful Presents: The Greatest Movie Ever Sold"

Documentary director Morgan Spurlock followed his Oscar winning "Super Size Me" with two critical misses, but his latest film is being called his best work yet by some critics.
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With his 2004 documentary Super Size Me, director Morgan Spurlock suffered through a month of a McDonald's-only diet — and garnered an Oscar nomination. In the years since, the stunt-documentarian has yet to match that film's acclaim, despite such titles as What Would Jesus Buy? (2007) and Where in the World Is Osama Bin Laden? (2008). This weekend, he returns to the multiplex, er... the indie cinema, with the cheekily titled POM Wonderful Presents: The Greatest Movie Ever Sold. (Watch a trailer for the film here.) Critics can't decide if Spurlock's meta-examination of movie product placement is a genius expose or an obvious yawn. Is The Greatest Movie Ever Sold any good?

It's eye-opening: The film is "a genius little gimmick" that "shine[s] a light on a trend that's only getting more prevalent, and more shameless," says Christy Lemire for the Associated Press. Most viewers probably aren't aware of all the behind-the-scenes deals required for product placement in movies, and Spurlock reveals it in a "hugely entertaining" way. Too bad he didn't take it further and try to "prove that product placement actually influences consumer habits."

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